The AUS$5m campaign is focused just about Aussie News Today, a news channel known to share “quirky, positive and funny stories from across Australia” on Facebook and Instagram respectively.

Nick Cummins, also called ‘The Honey Badger’, the Australian rugby union player, Teigan Nash, a TV presenter and former Home and Away actor Lincoln Lewis will deliver the content who will crisscross the country to generate the news stories.

Supplementary content will be generated in collaboration with Buzzfeed, which will provide eight young travel enthusiast from the UK and Europe, a three-month campervan road trip in the region of Australia to bring to the forefront the local culture, festivals, events, food and wine of the country.

The said campaign is part of the continuing ‘There’s Nothing Like Australia’ brand platform which most lately got Chris Hemsworth voiceover, and targets to place the country “back on the map” as one of the most sought-after and memorable destinations for young travelers and working vacationers in the world.

Tourism Australia chief marketing officer Lisa Ronson said “We know that social media is the primary source of news and travel inspiration for young people and that has been a key consideration in planning Aussie News Today and executing this exciting new campaign.

“We will be working with influencers and the tourism industry to uncover and curate fun, quirky and hilarious moments that could only happen in Australia, and broadcast these uniquely Australian stories directly into the social media news feeds of millions of young travelers around the world,” she said.

Travelers within 30 years and under hold an important section of the population, as per Steven Ciobo, Minister for Trade, Tourism and Investment.

“Many people underestimate just how important the youth market is for Australian tourism. Young travelers and working holiday makers stay longer, disperse more widely throughout our country and ultimately spend more than most other travel segments.”